The products does not look like conventional beer. Packaged in a lavish, dark 0.75-liter champagne-like bottle, it is named after the Neuschwanstein castle and said to have been highly popular at the court of King Ludwig II in the 19th century.

The brand was founded by Christian Seitz, who acquired the trademark rights to 'Neuschwansteiner' in 2010. He plans to promote it in Macau and China in the following months, also via Fook Lam Moon affiliates.

In Europe and the Middle East, Neuschwansteiner is only available in high-end hotels and restaurants. Distribution companies in Kazakhstan were also established prior to the Asian launch.

According to its brewery, the pureness of the luxury beer is "guaranteed" by the famous German Reinheitsgebot, a Bavarian purity law dating back to 1516. It is then further enhanced by a three-step refinement process called the Méthode Royale involving ice freezing.

Why Hong Kong, and why enter the market through a single traditional Cantonese culinary group instead of targeting, say, the craft-beer connoisseurs or the German expat community?

The reason is, unsurprisingly, to maintain exclusivity.

"We wanted to create a brand that people around the world would covet, just as they do Neuschwanstein castle," said Seitz. "It is more than a beer. It is a lifestyle drink".